How buzz marketing works for teens

Explains the concept of buzz marketing ‐ roughly, creating a stir ‐ and how it can be successfully applied to the teen market: its drivers are truth distorted, bad behaviour, and reality romanticised. Takes the shock value for buzz of the “South Park” TV show as a case study of bad behaviour, while Pop Rocks is an example of a product for which truth distorted created a rumour buzz; reality romanticised represents the practical idealism of teenagers. Outlines the requirements of a buzzable brand: invasive but invited, individualised, experiential, provocative, conspiratorial, connective and creative. Points out that buzz can also live in the adult world, with examples like a Mojito, a PDA, “Sex and the City”, and Viagra, while alcoholic drinks prosper through buzz. Lists the benefits that buzz brings to teenagers: they feel disenfranchised, are a subculture, seek stimulation, are engaged in selective identity formation, and aspire to be passionate people. Concludes with how a marketer could develop the drivers for a brand by creating an “alter ego” of what is the edge of the acceptable, the flipside of the brand’s persona.